#Jaguar #GoodToBeBad

Agency: Spark44
Brand: Jaguar
CCO: Werner Krainz
CD: Matt Page, Martin Cox
Director: Tom Hooper
Producer: Michael De Vries
Production: SMUGGLER
Music: Alexandre Desplat

How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of drivers? By casting its newest sports car as a Villain. Jaguar's "Good To Be Bad" campaign leveraged the insight that the best Hollywood Villains are played by Brits, and being bad is simply more fun. A global campaign positioned Jaguar as a British Villain and encouraged audiences to embrace their dark sides. Post campaign, Jaguar has a re-energized brand funnel, a renewed contemporary fan-base, and audiences asking for more villainy.